“If you only fix one thing after this episode, make it your service pages. ... These are often the pages people land on when they're closest to buying.”

“Give every service that makes you real money its own page… link those pages from your homepage and from each other.”

“She creates a proper page for each of her three main treatments, answering the questions patients ask her every day.”

“Last week, I and the Minister for Social Services hosted two roundtables with around 30 participants at each, including frontline agencies, industry representatives and the ATO and DSS.”

“Step one, ask an assistant about your own business the way a customer would. Ask who it recommends in your town for your main service. And listen to what it says and what it gets wrong. That 30-second test tells you exactly where you stand”